Английский язык (часть 2-я). Контрольная работа. 2-йсеместр. Сибгути ДО

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Trade advertising

Definitions. Trade advertising is addressed to distributors, chiefly wholesalers, agents, importers/exporters, and numerous kinds of retailers, large and small. Goods are advertised for resale.

Purpose The purpose of trade press advertising is to inform merchants and traders about goods available for resale, whether it reminds them about well- established brands, introduces new lines or, as is often the case, announces special efforts to help retailers sell goods, e.g. price reductions, better trade terms, new packages, consumer advertising campaigns or sales promotion schemes. Such advertising invites enquirers and orders and also supports the advertiser’s field salesmen when they call on stockists.

Media of trade advertising. The trade press may or may not be used for this kind of advertising. There could be a mix of two or three media addressed to the trade. Direct mail is often used, especially when it is necessary to provide a lot of information such as consumer advertising campaign schedules giving dates and times when and where advertising will be taking place in the press or on radio and/or television. Another useful medium is the trade exhibition, sponsored by a trade magazine or trade association, which will be attended by distributors. Some of the larger exhibitions may also be open, or open on certain days, to the general public as well, e.g. motor-car and furniture exhibitions. Occasionally, commercial television time may be bought to tell retailers about new lines, or retailers may be mailed to tell them that consumer advertising campaigns are about to appear on TV.

Special characteristics . Since the object of trade advertising is to encourage shopkeepers (whether large chains or one-man businesses) to stock up the product (especially to achieve adequate distribution in advance of a consumer advertising campaign), emphasis will be placed on the advantages of so doing. The advantages will be higher sales and more profits, and the appeal will be to the retailer’s desire to make money. In so doing, trade advertising will also have to compete with the ‘selling-in’ activities of rival manufacturers.

Выполните задания:
Определите являются ли следующие предложения; правдой (T), ложью (F) или нет информации в тексте(NS).
a. Direct mail is sponsored by a trade magazine or trade association, which will be attended by distributors.

b. Giving information about goods available for resale to traders and merchants is the purpose of trade press advertising.

c. Direct mail advertising invites enquirers and orders and supports the advertiser’s field sales clerks when they call on stockists.

d. The disadvantages will be lower sales and less profits.

Задайте три вопроса к следующему предложению.
Direct mail is often used when it is necessary to provide a lot of information.

Определите в предложениях слова, выполняющие функции подлежащего и сказуемого. Переведите предложения на русский язык.
a. You must listen to the tape-recording of this text several times.

b. You must take your examination in English.

c. She can translate this article without a dictionary.

d. He must work systematically if he wants to know French well.

e. He was to tell her where to find us.

f. She was to graduate that year.

g. I had to do a lot of homework yesterday.

h. You must take part in this work.

i. You shouldn’t have come so late.

j. You should be more polite to him.

Переведите следующие предложения, обращая внимание на перевод слов «оne» и «it».
a. ABC, NBC and cable networks have found a new outlet by striking deals that make television shows available for $1.99 a download on Apple Computer’s iTunes Music Store, for play back on the new video-capable iPod or on a personal computer.

b. The economic environment deals with how economic variables affect consumer spending patterns relative to the company’s product line..

c. In the field of organisational marketing marketers are thinking about how to initiate, develop and maintain long-term business relationships, rather than how to devise a marketing mix with which to attract customers.

Соотнесите слово и его определение.
Слова:

1. to manufacture -

2. manufacture –

3. to compete –

4. competitor –

5. to own –

6. to sponsor –

7. to publish –

8. employee –

9. employer –

10. profit –

11. loss –

12. turnover –

13. retailer –

14. to owe –

Определения слов:

a) a company or industry that makes large quantities of goods

b) to have something when it is legally yours, especially because you have bought it, been given it

c) to give money to a sports event, theatre etc

d) to arrange the writing, production and sale of a book, magazine etc

e) someone who is paid to work for someone else

f) a person, company, or organization that employs people

g) to have to give someone back money that they have given you

h) a person, team, company etc. that is competing with another

i) to try to be more successful than another person or organization, especially in business

j) the fact of no longer having something you used to have

k) someone who sells things in a shop

l) the amount of business done in a particular period, measured by the amount of money earned

m) money that you get by selling things or doing business

n) to make or produce large quantities of goods to be sold, using machinery

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